Interaction Effects of Perceived Sponsor Motives and Facebook Credibility on Willingness to Visit Social Cause Facebook Page

This article explores the factors affecting college students' willingness to participate in a Facebook page promoting a specific social cause: binge drinking prevention.

Interaction Effects of Perceived Sponsor Motives and Facebook Credibility on Willingness to Visit Social Cause Facebook Page

Yoon-Joo Lee and Ho-Young (Anthony) Ahn

Today, profit and nonprofit organizations attempt to build relationships with consumers through social networking sites such as Facebook and Twitter. In 2011, it was reported that nearly 100% of college students had access to the internet, and of those 86% are connected to social networking sites (Smith, Rainie, and Zickuhr, 2011). With the emergence of social media, the desired outcome of these advertising campaigns would be to motivate consumers to further engage with the ad...

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